Carlsberg is the most LOVED beer brand in social media
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Carlsberg is the most LOVED beer brand in social media

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This research is done to see how the different beer brands are talked about in social media. This is a global centric research

This research is done to see how the different beer brands are talked about in social media. This is a global centric research

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    Carlsberg is the most LOVED beer brand in social media Carlsberg is the most LOVED beer brand in social media Presentation Transcript

    • KINGFISHER BEERSOCIAL MEDIA MONITORING REPORT21ST SEPTEMBER – 05TH OCTOBER 2011 © InRev Systems 2011 1
    • “KINGFISHER STRONG” LEADS THE INDIAN BEER MARKET MARKET SHARE * Others 30.5 30.8 30.6 30.1 Royal Challenge 5.7 5.7 5.4 5 Premium Lager Global brands such as Knock Out Budweiser, Carlsberg,7.4 7.2 7.1 7.1 Foster’s and Tuborg Kingfisher Premium among many others have 18.1 16.4 15.7 15.6 Lager also started penetrating Haywards 5000 the Indian beer market 18 17.7 18.4 18.9 Kingfisher Strong 19.9 21 23.2 24.5 *Euromonitor 2006 2007 2008 2009 BEER INDUSTRY IN INDIA © InRev Systems 2011 2
    • • People talk a lot about any topic online and “Beer” is not an exception• We have been tracking and listening the keyword The age group 25-35 “beer” and the number of A survey by the US- 37% of heavy social increases its usage of based Nielsen Company social networks around conversations about “beer” found that 70% of social media users in India fall 3 p.m., which suggests in the age group of 21- is phenomenal media users in India 30 years that working accessed a social professionals mostly (alootechie.com, networking site every begin to ease out at the September 2010)• There were 1,89,851 total day. workplace around that time (ViziSense) conversations within 4 days alone in Facebook, Twitter, Blogs, Video sites, News channels, discussion forums, etc. Big global players in the beer industry have realized the• A lot of these importance of presence in Social Media but HAVE THEY conversations came from REALIZED THAT BEING MERELY PRESENT IN SOCIAL India too MEDIA IS NOT ENOUGH? © InRev Systems 2011 3
    • LEADING GLOBAL BRANDS
    • • Foster’s International Facebook Page • 6,068 Likes • Engagement Very Low • 4 tabs • Just 1 post made and the page is inactive • Last post made on 12th October 2010 • Foster’s International Twitter Profile • No profile • NO FOSTER’S INDIA FACEBOOK BRAND PAGE AND TWITTER PROFILE GLOBAL FACEBOOK BRAND PAGE© InRev Systems 2011 5
    • • Tuborg International Facebook Page • 106,294 Likes • Engagement Active • 10 tabs • 122 total likes in the latest 5 posts • 37 comments in the latest 5 posts • Tuborg International Twitter Profile • 1,553 Followers • Use for giving notifications • Use for getting back to fans and followers • 85 tweets • 45 Listed • NO TUBORG INDIA FACEBOOK BRAND PAGE AND TWITTER PROFILE© InRev Systems 2011 6
    • • Carlsberg International Facebook Page • 189,869 Likes • Moderate Engagement • 17 tabs • 930 total likes in the latest 5 posts • 100 comments in the latest 5 posts • Carlsberg International Twitter Profile • 1,553 Followers • Use for giving notifications • Use for getting back to fans and followers • 85 tweets • 45 Listed • NO CARLSBERG INDIA FACEBOOK BRAND PAGE AND TWITTER PROFILE© InRev Systems 2011 7
    • • Budweiser International Facebook Page • 1,320,706 Likes • Active Engagement • 18 tabs • Posting not regular • 21490 total likes in the latest 5 posts • 1579 comments in the latest 5 posts • Budweiser International Twitter Profile • No profile • NO BUDWEISER INDIA FACEBOOK BRAND PAGE AND TWITTER PROFILE© InRev Systems 2011 8
    • • Kingfisher Facebook Page • 2,350,666 Likes • 15 tabs • Engagement Active • 7609 Likes received for the latest 5 posts • 705 Comments received for the latest 5 posts • Kingfisher Twitter Profile • 13,431 followers • 7,219 tweets made so far • 294 Listed • Use for communicating back to fans and followers queries • Use for giving announcement and notification • Proper use of hash tagINDIAN FACEBOOK BRAND PAGE © InRev Systems 2011 9
    • • Tuborg India Facebook Page • 6,245 Likes • 10 tabs • Engagement Moderate • 115 Likes received for the latest 5 posts • 20 Comments received for the latest 5 posts • Tuborg India Twitter Profile • 5 followers • 8 tweets made so far • 0 Listed • No active • Last tweet made on May 18, 2011© InRev Systems 2011 10
    • • Fosters India Facebook Page • 138,233 Likes • 20 tabs • Engagement Active • 891 Likes received for the latest 5 posts • 87 Comments received for the latest 5 posts • Fosters India Twitter Profile • 1,401 followers • 10,384 tweets made so far • 32 Listed • Use for communicating back to fans and followers queries • Use for giving announcement and notification© InRev Systems 2011 11
    • BRAND ANALYSIS© InRev Systems 2011 12
    • TRENDING TOPIC ABOUT KINGFISHER IN TWITTER • It is clear that people have confusion over • Many people tweet of the recent Kingfisher Red beer and airlines news about Kingfisher Red being shut down and their confusion with • Kingfisher need to make sure that brand Kingfisher Red Beer over Kingfisher dilution doesn’t happen because of the Red Airlines similar brands that Kingfisher has • There are lots of tweet about • People tweet a lot about recent news and “Vijay Mallya to shut down Kingfisher need to make sure that its Kingfisher Red” reputation is not damaged by some • Kingfisher’s connection with incident that has direct or indirect Champions LeagueTwenty20 is connection with its brand, for instant, another trending topic RCB and Kingfisher and CLT20 © InRev Systems 2011 13
    • ANALYSING TWEETS ABOUT KNIGFISHER IN TWITTER Direct Hate Message • Such hatred messages 7% Could hurt the brand 46% Kingfisher Red and Image of Kingfisher 36% Kingfisher Beer Appreciation Tweets 10% Misc Top cities in India from where the tweets came fromTweets 6 5 19% 4 Links No-Link 81% Bangalore NCR Mumbai © InRev Systems 2011 14
    • ANALYSING FACEBOOK POSTS ABOUT KINGFISHER • Comment such as this could hurt the brand image of Kingfisher • There are many viral videos and post which could spread in Facebook like wildfire. REPUTATION MANAGEMENT is the need of the hour © InRev Systems 2011 15
    • ANALYSING BLOGS WRITING ABOUT KINGFISHER • beersandears.net wrote a good piece of article about Kingfisher Beer • Most of the blogs talking about Kingfisher Beer are review sites/blogs • Other prominent blogs include www.benalagnam.com and eatenthere.blogspot.com © InRev Systems 2011 16
    • COMPETITIVE INTELLIGENCE© InRev Systems 2011 17
    • CONVERSATIONS 387 289 222 Overall 199 Positive 110 119 Negative 105 58 98 54 10356 94 35 23 Kingfisher Fosters Tuborg Carlsberg Budweiser Carlsberg has the highest brand prominence among all the brands of beer. Kingfisher needs to increase its brand buzz in social media © InRev Systems 2011 18
    • SENTIMENTS 25% 40% 49% 53% 54% Negative Positive 51% 47% 60% 75% 46% Kingfisher Fosters Tuborg Carlsberg Budweiser Foster’s and Budweiser are the most HATED brand while Carlsberg received the highest positive sentiment © InRev Systems 2011 19
    • CHANNELS 5% 3% 2% 17% 7% 24% 1% 28% 32% 16% 2% Discussions 2% 2% 10% Blogs 48% 2% Facebook 75% Videos 62% 57% 2% 42% Twitter 7% News 10% 3% 12% 9% 8% 12% Kingfisher Fosters Tuborg Carlsberg Budweiser Kingfisher has low coverage coming from news and video channels © InRev Systems 2011 20
    • TWITTER AGE-GROUP DEMOGRAPHICS 6% 11% 11% 13% 17% 18% 21% 18% 23% 36-45 26-35 69% 59% 83% 56% 18-25 50% 13-17 12% 12% 6% 15% Kingfisher Fosters Tuborg Carlsberg Budweiser The percentage contribution of people in the age group of 26 and above talking about Kingfisher is lower as compared to the trend in the industry © InRev Systems 2011 21
    • TWITTER GENDER DEMOGRAPHICS 75% 83% 15% 85% 17% 25% 71% 78% 29% 22% Kingfisher has lessfemale brand patronages as compared to other brands © InRev Systems 2011 22
    • BRAND LOCALIZATION It is not surprising that Kingfisherdominates the Indian market © InRev Systems 2011 23
    • GET COMPETITIVE INTELLIGENCE Kingfisher is ahead of Tuborg and Foster’s only in Facebook Kingfisher should be alarmed by this fact that it is less popular in most of the channels © InRev Systems 2011 24
    • GET COMPETITIVE INTELLIGENCE Budweiser leads in all the channels ! Kingfisher should be alarmed by its ranking against its competitors © InRev Systems 2011 25
    • KEY LEARNINGS • Kingfisher should increase its BUZZ in Social Media • Limited in numbers, yet some very strong negative comments are noticed. Unattended could be dangerous over a period of time • Kingfisher needs to increase coverage in news and video channels • Kingfisher should set their communication strategy with a focus to acquire people in the age group of 26 and above • Kingfisher should get more female brand patronage to talk about its brand in social media • Even though Kingfisher has the highest widespread in the Indian sub- continent, it needs to increase its brand prominence in the global market © InRev Systems 2011 26
    • CHANNEL ANALYTICS© InRev Systems 2011 27
    • TWITTER & FACEBOOK CHANNEL ANALYTICS UNDERSTAND HOW TO OPTIMIZE YOUR TWITTER PROFILE & FACEBOOK PAGE • Just having a Twitter profile or Facebook page is not enough, it takes much more work and thought to make it an effective one • Get to know who are your followers and fans and which regions do they belong to : It gives you a clear idea about what type of fan base you have got • Get insights into your social media campaign. When do you get maximum visibility, what time of the day do people tend to click on your links, who are the people interested in your campaign and what’s their demographic can help you plan your campaigns better © InRev Systems 2011 28
    • Start Using Simplify360 TodayFor Details, Visit - Or Send a Mail to -http://simplify360.com/ david@in-rev.comhttp://simplify360.com/blog/ VP - Sales, http://www.facebook.com/simplify360 InRev Systems @simplify360 © InRev Systems 2011 29